A new client orders fifty picture frames at El Marco de Oro. Okay, no problem. The surprise comes when they discover the shipping address: the IKEA offices in Madrid. Wow, with the huge number of frames they have to sell, it's very telling that they order the framing from outside. They're looking for quality, of course; they need the guarantee of an expert, of someone who works fine, a custom framer who never fails. In commerce, as in life, the unexpected paradox is impressive. And descriptive, above all, very descriptive.